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Hull sign record shirt sponsorship deal with bookmakers 12Bet on two-year
contract
By RORY DOLLARD, PRESS ASSOCIATION
Published: 17:33 GMT, 17 July 2014 | Updated: 17:33 GMT,
17 July 2014
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Hull's plans to rebrand as the Tigers may have come to nothing but they have still managed to attract the largest commercial
deal in their 110-year history after bookmakers 12Bet agreed a two-year contract as shirt sponsors.
The seven-figure deal represents a 60 per cent increase on their previous deal with Cash Converters, a reward
for last season's impressive return to the Barclays Premier League and
run to the FA Cup final.
It also represents the first major overseas investment since
owner Assem Allam saw his plans to change the the
club's name from Hull City to Hull Tigers quashed by a Football Association panel.
Allam may not have got his way on that score, but the lively debate around the subject - which was hotly contested by many of the club's fans - did serve
to draw attention to the club.
New deal: 12Bet will replace Cash Converters on the front
of the shirt
Rory Anderson, chief executive of 12Bet, said: '(The proposed renaming) demonstrated the
club has ambition and wants to move forward which is always encouraging for a partner.
'I guess the debate did put the club more in the spotlight but it didn't have any
particular effect on our decision.
'The team's success had a big impact. They
are an entertaining team, they've made good signings and they're an up-and-coming club.
'There are not many vehicles that give you the global viewing
figures the Premier League can and it's eyeballs we're after.'
Record deal: 12Bet have signed a new shirt deal with Hull
Hull's commercial director Simon King, who is also working on independent sponsorship deals for
the club's cup and European matches, believes outside
investment is key for City.
Manager Steve Bruce has broken Hull's transfer record in the
last three windows, most recently for £8million Jake Livermore.
'Everyone is under pressure, we're a Premier League football club and the commercial department has to achieve like
they have done on the pitch,' he said.
Boost: Manager Steve Bruce has already strengthened his squad this summer
'In order to continue investing in the club, they need support off the field because money doesn't grow on trees.
'We've made no secret of the fact that we want to continue capitalising on our brand
in the Asian region, that takes a number of years to achieve to full effect but this is the perfect start.'
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